Design is King at The Gap

After years of trying to boost sales through celebrity endorsements and gimmicks, The Gap is returning to its roots; quality classic American design. Yes, Design will once again reign as king. Fashion Designer, Patrick Robinson, the former designer for Paco Rabanne and Giorgio Armani will join the company as executive vice president of design for Gap Adult and gapbody. Mr. Robinson, 40, will oversee all elements of design for Gap women’s and men’s apparel, accessories and intimates lines in North America. The Gap suffers from new competition. Specifically, the growing list of luxury brands selling at low price-points through diffusion fashion lines. The Gap has also been challenged by fast-fashion giants such as Zara and H&M. And after the launch of Old Navy, there was confusion among customers about The Gap brand. Most chose Old Navy for its lower prices. At Design Futurist, we believe the opportunity for great American classics is now. Affordable stylish basics are missing in today’s market. And retailers with large distribution, such as J Crew have capitalized on the opportunity. Most other mainstream retailers are competing in a fickle trend and celebrity driven space, where customers come and go flippantly. Statistics show, brand loyalty is low among customers that choose products based on endorsements. Customers that choose based on value, design and in-store experience stick around. Cheers to a bright future, may good design mean good business. NATALIA

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